The up-to-the-minute content on the “Daimler Brand & Design Navigator” online portal presents Daimler AG’s mandatory Corporate Design rules which are binding for all companies bearing the corporate name: Corporate Design Policy A 33.1 (available for employees only).
The point of QR codes is to provide additional value to users that goes beyond the content of the medium in question. When users activate the QR code, additional information can be provided to them, that e.g. cannot be shown via the printed media.
The point of QR codes is to provide additional value to users that goes beyond the content of the medium in question. When users activate the QR code, additional information and messages can be provided to them that, for example, cannot be supplied via the print medium. Films, product videos, music, websites, animations, interactions, etc. can be called up in this way.
When they activate the QR code, viewers or visitors can be provided with useful additional information.
QR codes are always located inside the type area and are aligned with the baseline grid.
The QR code is always subordinate in the design and does not dominate the medium.
Size and Color
Generally, the QR code assumes a subordinate role in the design of a medium. It is not the focus. Instead, it is integrated into the layout as a supplementary element that is as small as possible. The code must always be readable, which is ensured by a high level of color contrast. This is why it is always placed in black on a white background without a border, whether it is on an image or colored area. Designs with colored codes or QR codes on colored backgrounds are not permitted. Test whether QR codes work before using them.
On images or colored areas, the QR code is always placed in black on a white background without a border. It is never located on the silver raising area.
Placement/Combination with Text
QR codes are always located inside the print space and are aligned with the grid lines. A QR code is usually combined with an explanation or the specification of a URL. The explanation discloses the content that the QR code leads to. The explanation and QR code must be located in direct proximity to each other. Like an image caption, the explanation text is written in Daimler CS Bold and placed next to or below the QR code at a distance equal to the height of a capital letter.
The QR code does not appear on the front covers of brochures or flyers but is always placed on the back page and/or inside. The QR code is never located on the silver raising area.
The QR code is placed inside the type area and combined with explanatory text.
If QR codes are used on the back covers of brochures, they are located opposite the sender in the bottom right of the format.
This online portal supports employees and external service providers with information on the Daimler AG’s Corporate Design, its brands and subsidiaries — from the basic elements to their use as well as practical examples and provides also a download of suitable layout templates.
Daimler AG is one of the leading global suppliers of premium cars and one of the world’s largest manufacturer of commercial vehicles. We offer financing, leasing, fleet management, investments, credit card and insurance brokerage as well as innovative mobility services.
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Daimler AG
Mercedesstraße 120
70372 Stuttgart
Phone: +49 711 17 0
E-mail: dialog@daimler.com
Represented by the Board of Management: Ola Källenius (Vorsitzender/Chairman), Martin Daum, Renata Jungo Brüngger, Wilfried Porth, Markus Schäfer, Britta Seeger, Hubertus Troska, Harald Wilhelm
Chairman of the Supervisory Board: Manfred Bischoff
Commercial Register Stuttgart, No. HRB 19360
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